Penalties are the answer to Vauxhall prayer

By the time Euro 96 reached half time, Vauxhall – one of the 11 official sponsors – was already claiming a 3-0 lead.

The reason for the car maker’s euphoria was a string of penalty decisions at Wembley – one for Switzerland, Gary McAllister’s unsuccessful effort against England and then Alan Shearer’s conversion against the Dutch – all into the same goal.

It wasn’t that Vauxhall marketing director Wolfgang Schubert was carried away with the excitement of the occasion – just the position of the hoarding for the Vectra model behind the penalty goalposts. It could be seen by millions on TV, and even more the following day as pictures were emblazoned all over the newspapers.

At the US World Cup in 1994, Mastercard International executive vice-president of global marketing Joe Tripodi fell to his knees to pray that the penalty shoot-out would be at the Mastercard end (MW diary June 14). It’s not known if Schubert is a religious man, but he might have a quiet word with his maker before this weekend’s final.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here